LifeLock settles with FTC for $12 million

Federal agencies and regulators announced this week that LifeLock will pay $12 million to settle a complaint that it used false and misleading claims in its advertising. $11 million of the settlement will be paid to the Federal Trade Commission (FTC) and $1 million to 35 state attorneys general, all of whom worked together on this case.

The history of aggressive advertising by Lifelock, as well as Experian with their FreeCreditReport.com singing pirate ads, has been aimed at giving consumers a sense that they can prevent them from falling victim to identity theft.

FTC Chairman Jon Leibowitz said in a statement that:

"While LifeLock promised consumers complete protection against all types of identity theft, in truth, the protection it actually provided left enough holes that you could drive a truck through it."

Illinois Attorney General Lisa Madigan concurred by saying:

"This agreement effectively prevents LifeLock from misrepresenting that its services offer absolute prevention against identity theft because there is unfortunately no foolproof way to avoid ID theft."

Unfortunately, this situation illustrates how a company can parlay millions of advertising dollars into a consumer franchise based on fundamentally unsound claims. Certainly a perfect example of where a real consumer need based on a serious problem -- identity theft -- is being addressed by a organization that isn't playing straight with the American people.